Morris will be responsible for all of the network’s agencies and business units in the UK, including UM, Initiative, Reprise Network, MAGNA, Rapport and Orion.

He joined IPG Mediabrands agency Initiative in 2017 and prior to that spent most of his career working for the Dentsu Aegis Network.

Daryl Lee, global CEO of IPG Mediabrands, said: “Richard has been a shining star at Initiative, and his brave and visionary leadership has transformed the agency. We are delighted that he will be taking that experience and expertise to a network level, and will impact our entire UK business in the same way, continuing its growth trajectory.”

Morris added: “Initiative is an incredible agency with superb talent, and one that’s been a privilege to lead in the UK and EMEA. The Mediabrands role will extend my involvement across all of our other brilliant agency assets.”

Morris will continue to lead Initiative alongside his Mediabrands role until a new Initiative leader is appointed.